Comparethemarket signs £30m deal to sponsor Corrie

Comparethemarket.com has signed a £30 million three-year deal, the biggest of its kind in the UK TV industry, to sponsor ITV's long-running Manchester-based soap Coronation Street.

The partnership, which was negotiated by ZenithOptimedia's sponsorship and content division, Newcast, will include broadcast, online, mobile and licensing elements. The idents will be made by Comparethemarket.com's agency VCCP.

Comparethemarket.com will replace the current sponsor, Harveys, the furniture store, in late November.

Industry estimates suggest the new deal is worth around £10 million a year for three years.